Turning Leadfeeder into Dealfront

As a UX Designer at Leadfeeder, my primary objective was to dedicate myself to a single product and emphasize user testing and data analysis. By leveraging these insights, I aimed to enhance the usability and visual design of the product. However, an unexpected turn of events emerged when Leadfeeder merged with Echobot, requiring us to shift our focus towards a greater mission: developing a unified platform that combines multiple products from two different legacies. This endeavor posed a significant challenge for our team.

THE CHALLANGE: To create a unified platform that offers a seamless and positive user experience, enabling users to achieve their objectives.
We took into account the issues encountered in both legacy products while ensuring a deep understanding of user needs and business goals. This involved close collaboration with Product Managers to develop high-level designs that addressed these considerations.

Research

In order to comprehensively grasp user requirements, as well as business and technical constraints, we dedicated substantial time to conducting thorough research. Working in a team comprising two designers, each representing a legacy product, we closely collaborated with Product Managers to delve into the intricacies of the products. Additionally, we actively engaged with Customer Support and Customer Success departments to gain valuable insights into the challenges faced by users.

Ideation

We dedicated considerable time to ideation, style exploration, and experimenting with various visual solutions. Given the stark disparities in user experience between the two legacy directions, and considering time and technical constraints, we collaborated with managers and made the decision to postpone a major UX redesign. Instead, we focused on ensuring consistency in the UI layer as a first step towards achieving a cohesive and concise Platform Experience.

Exploration of different solutions and styles

Simultaneously, we initiated the development of a design system using an atomic approach, establishing a robust framework to support our future designs.

High Fidelity Mockups

Prototype & Testing

During the process, we focused on creating prototypes for the main screens of the products. These prototypes allowed us to test whether the existing interactions aligned with the updated visual elements. We worked in a state of anticipation as we knew that guidelines for fonts and colors would be provided by the branding agency collaborating with the company.

Even before receiving the branding guidelines, we began conducting internal tests of the new designs with stakeholders and the customer-facing team. Subsequently, the design changes were implemented in the code, resulting in a fresh and updated representation layer across the majority of the products.

The platform was then internally released to all company employees, marking an important milestone. Following the release, we engaged in an intensive phase of testing and iterative improvements to enhance the platform further.

I would like to emphasize that the case study described here represents the initial phase of developing the new platform. As my involvement in this project continues, we are presently focused on enhancing the user experience to ensure consistency throughout the entire platform. Additionally, we are actively working on improving the usability of components. During this time, we have also refactored the design system and are committed to continuously improving the platform's overall performance.